This morning I was reading about Aman's new condo and hotel project in New York, which is planned for the 100-year-old Crown Building at 730 Fifth Avenue. It will have 83 hotel rooms and just 22 homes, and be the first urban condominium for the resort company.

Owned by OKO Group, the hospitality company is mostly known for their "sleek, minimalist hotels in secluded, far-flung destinations," according to the WSJ. Rooms go for upwards of USD 2,500 per night and they, supposedly, have a rabid customer base known as "Amanjunkies."

What's interesting about this project is that (among other things) it's a bet the Aman brand will translate to an urban context and drive above-market pricing. And it will do it at a time when the ultra high-net-worth segment of the market in NYC has been cooling because of a new "mansion tax" and probably other factors.

The five-storey penthouse, which will be built into the building's "crown," is asking USD 180 million. If/when it sells, it will break the record for the most expensive home ever sold in the city on a square foot basis at $14,358 psf.

If you subscribe to the WSJ, you can read the full story here. I find it valuable to see how projects position themselves.

Rendering: Aman